True Religion was founded in 2002 by Jeff Lubell and Kym Gold in Vernon, California. From the beginning, the brand set itself apart with its commitment to high-quality denim and distinct, trendsetting designs. Lubell, who started his journey in the fashion industry as a teenager in New York, brought a unique vision to the table. He initially made a name for himself by customizing jeans with leather patches, bleach, and intricate embroidery, a creative spirit that he carried into the foundation of True Religion. This dedication to craftsmanship and originality quickly earned the brand a dedicated following.

The early years of True Religion were marked by rapid growth and widespread acclaim. Unlike many startups that test the waters with sample lines, Lubell took a bold approach, producing around 14,000 pairs of jeans in 2002. This audacious move paid off, as the jeans, known for their superior fit and innovative designs, quickly gained popularity. The brand’s flagship store opened in Manhattan Beach, California, in 2005, and by 2009, True Religion was sold in approximately 900 boutiques and specialty stores across 50 countries. Major department stores like Nordstrom, Bloomingdale’s, and Saks Fifth Avenue also carried their products, further solidifying the brand’s presence in the global market.

True Religion’s journey has not been without its challenges. The company faced financial difficulties, leading to two bankruptcy filings in 2017 and 2020. Despite these setbacks, the brand managed to rebound under the leadership of CEO Michael Buckley, who returned to the company in 2019. Buckley, along with designer Zihaad Wells, who rejoined as the creative director, played pivotal roles in revitalizing the brand. By 2021, True Religion reported sales exceeding $235 million, demonstrating a successful turnaround.

The essence of True Religion lies in its dedication to quality and authenticity. The brand’s early designs, characterized by thick, multicolored threads, lock seams, and oversized hardware, set a new standard in the premium denim market. The iconic “Joey” jean, with its twisted seams and bold stitching, remains a favorite among fashion enthusiasts, including celebrities like Angelina Jolie, Jessica Simpson, and Jennifer Lopez. True Religion’s commitment to innovation and its unwavering focus on fit, style, and comfort continue to drive its success, making it a beloved brand for denim lovers around the world.

True Religion Short Film

How to tell if True Religion is vintage from the logo

True Religion has become synonymous with high-quality denim and distinct designs since its inception. Over the years, the brand has evolved its logo to stay relevant and appeal to fashion-forward consumers. Identifying the era of a True Religion piece can often be done by examining the logo, which has undergone several changes since the brand’s establishment.

2002 to 2021 True Religion logo

• The first major logo for True Religion features the iconic Buddha playing a guitar.
• It includes the text “TRUE RELIGION BRAND JEANS” in a bold, blocky font above the Buddha.
• The Buddha graphic is detailed, depicting a joyful expression and giving a thumbs-up.
• This logo often has additional text below, specifying the region, such as “SOUTH AFRICA.”

2002 to 2021 True Religion logo

2008 to now True Religion logo

• The updated logo simplifies the design, focusing on the text “TRUE RELIGION.
• It features a bold, curved text design without the Buddha emblem.
• The font remains bold but is streamlined for a more modern look.
• The “U” in “TRUE” is stylized, resembling a horseshoe, which has become an iconic part of the brand’s identity.

2008 to now True Religion logo

How to tell if True Religion is vintage from the tags

The True Religion brand has evolved significantly over the years, reflecting changes in manufacturing locations and design aesthetics. Older tags often indicate a higher likelihood of being made in the USA, while newer tags feature different countries of origin. Here’s a guide to identifying vintage True Religion tags based on the era they are from.

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2000s vintage True Religion tags

• Tags often say “Made in USA” indicating the brand’s origin and manufacturing.
• Features the iconic Buddha playing a guitar, a distinct trademark of True Religion.
• Bold serif lettering with “BRAND JEANS” prominently displayed.
• Typically uses a white background with red and blue accents.

2000s True Religion tags

2010s vintage True Religion tags

• Tags may indicate production in various countries such as China and Vietnam.
• Continues to feature the Buddha logo, but with more diverse color schemes and layouts.
• Incorporates additional branding elements like “WORLD TOUR” on some tags.
• Modernized font styles while retaining the core elements of the logo.

2010s True Religion tags